TikTok advises advertisers to ‘lean in’ this Ramadan

Short-form video platform TikTok held a virtual session this week for advertisers planning their media budgets for Ramadan. (Supplied)
Short-form video platform TikTok held a virtual session this week for advertisers planning their media budgets for Ramadan. (Supplied)
Short Url
Updated 20 January 2022

TikTok advises advertisers to ‘lean in’ this Ramadan

Short-form video platform TikTok held a virtual session this week for advertisers planning their media budgets for Ramadan. (Supplied)
  • Short-form video platform shares data and tips for advertising during holy month

DUBAI: Short-form video platform TikTok held a virtual session this week for advertisers planning their media budgets for Ramadan.

Historically, the holy month has attracted big money from advertisers, as consumers spend more on everything from household goods to luxury gifts in the period leading up to Ramadan as well as throughout the month.

Up to 75 percent of Muslims say they would like brands to cater to them during the fasting period, yet one-third of online users in MENA and Turkey block digital ads.

This reveals a disconnect between what audiences want and what brands are providing, according to Dana El Hassan, platform strategist at TikTok.

Brands need to be “part of the conversation and community” in order to provide an uninterrupted online experience for consumers, she said.

This is especially true on TikTok, where 61 percent of users believe brands are part of the open community.

El Hassan said that brands should focus on culture, content and commerce in order to integrate with the TikTok community.

A total of 89 percent of users look to TikTok for ideas on home decor, iftar and fashion during Ramadan, giving brands the chance to be a part of the cultural nuances of the month.

Last year, the entertainment category grew 1.7 times during Ramadan, which means brands have an opportunity to engage with a community seeking distraction, said El Hassan.

Additionally, over 50 percent of TikTok users agree that the platform has helped them decide what to buy and they spend 66 percent more on shopping than non-TikTok users during Ramadan.

The platform’s “entertaining, creative-centric and community-led content allows brands to turn inspiration into action, driving consumers to add to cart but also to heart,” added El Hassan.

Once brands decide to be on TikTok, they need to be mindful of their strategy.

Yasmin Mustafa, brand strategy lead, cautioned advertisers against adopting the same approach throughout the month. “Users’ attitudes and behaviors change and shift,” she said. Users are in preparation mode before Ramadan, and in a more celebratory mood toward the end of the month.

TikTok serves as a “stabilizer” by “providing lighthearted content and a sense of togetherness, enabling people to celebrate together,” added Mustafa. This is reflected in the numbers, with users remaining hyper-engaged throughout the month.

“If brands want to be relatable this Ramadan, they need to acknowledge the various sub-moments of Ramadan that are normally forgotten,” she said.

After brands have understood the audience mindset, content is key.

“Create with a TikTok-first mindset,” advised Rita Wehbe, head of the Shop, TikTok’s in-house service offering for brands. One such way is using sound effectively. For example, last year telco Orange’s Ramadan tune was used in 87,000 videos by TikTok users.

Lea Bitar, client partner at TikTok, said that third-party research shows the platform is 10 times more cost-efficient in driving brand awareness and consideration than TV, which typically dominates media spending during the holy month.

Last Ramadan, TikTok campaigns delivered 2.6 times more ad memorability and five times more purchase motivation than industry standards. The platform also drove an average lift of 4.1 percent in offline sales, according to a study conducted last Ramadan on three household and personal care brands in Saudi Arabia.

A winning Ramadan strategy includes planning, optimizing and measuring, said Bitar.

Brands can plan for impact by leveraging TikTok’s suite of solutions and selecting the right mix to hit their business goals and optimize their approach by using new features that the platform will add during Ramadan, such as affinity targeting and dayparting.


Sky News Arabia launches new Arabic-language digital platform

Sky News Arabia launches new Arabic-language digital platform
Updated 23 May 2022

Sky News Arabia launches new Arabic-language digital platform

Sky News Arabia launches new Arabic-language digital platform
  • SNABusiness.com will cover business and economic news and analysis

ABU DHABI: Sky News Arabia has launched a new Arabic-language digital platform SNABusiness.com, featuring breaking news, economic analysis and in-depth reporting.

The launch of the platform is in response to “consumer demand for objective and actionable economic intelligence and insights,” according to a company statement.

“The launch of SNAbusiness.com reflects Sky News Arabia’s commitment to provide our audiences with the economic news and analysis they need,” said Youssef Tsouri, head of news at Sky News Arabia.

He added: “We are witnessing an increasing demand for business news at a time when the whole world is in greater need of this genre of information.”

The digital publication will cover all topics relating to business and economy across industries including financial technology, energy and oil, tourism, real estate, agriculture and other sectors.

The website’s content will include diverse content types including reports, videos and exclusive interviews. SNABusiness.com aims to present complex data in an easy-to-understand manner through charts, infographics and digital videos.

Tsouri said: “Our aim is to provide fast and accurate reporting to our viewers and deliver our brand promise to be ‘your reliable source of economic information’.”


Disneyland’s new advert calls Arab audiences to Paris this summer

Disneyland’s new advert calls Arab audiences to Paris this summer
Updated 23 May 2022

Disneyland’s new advert calls Arab audiences to Paris this summer

Disneyland’s new advert calls Arab audiences to Paris this summer

DUBAI: Leading entertainment resort Disneyland Paris has released its first advert specifically for Arab audiences featuring Dubai-based influencer Sara Karrit.

Airing in the UAE and KSA, the advert is produced by Dubai-based local agency ArabyAds, and features Karrit sharing her dream of visiting Disneyland with her son on the occasion of the destination’s 30th anniversary.

Samira Tachfint, sales and marketing director at Disneyland Paris told Arab News: “Arab audiences, especially those based in the GCC, have always been a major part of our international audience base.

“There is a strong appetite among Emirati/GCC families for Disney destinations and at Disneyland Paris they have access to the ultimate magical experience just 6 hours away by air.”

A large number of Arab families visit every year, particularly during summer, said Tachfint. “Our bespoke luxury offerings and our ever-evolving entertainment encourage repeat visits.”

Disneyland Paris’ 30th-anniversary celebrations include Premier Access Ultimate, a digital service being launched this summer that will provide guests with one-time expedited access to 12 of the most popular attractions, in addition to new shows and experiences.

Tachfint said: “As we mark our 30th anniversary, we produced this ad to celebrate the connection we have forged with our GCC visitors over the past three decades. The ad, produced completely in the GCC and starring local talent, showcases how the magic of Disneyland Paris is alive for different generations and genders.”

Disneyland Paris is the most visited tourist destination in Europe — ahead of the Louvre and Eiffel Tower combined — with more than 16 million annual visitors, according to the company.


Netflix launches new collection and features on Global Accessibility Awareness Day

Netflix launches new collection and features on Global Accessibility Awareness Day
Updated 23 May 2022

Netflix launches new collection and features on Global Accessibility Awareness Day

Netflix launches new collection and features on Global Accessibility Awareness Day
  • “Celebrating Disability with Dimension” collection features 50+ shows and films about people with disabilities

DUBAI: Netflix is marking Global Accessibility Awareness Day (May 19) by launching a new collection, “Celebrating Disability with Dimension” that features over 50 shows and movies highlighting characters and stories about people living with disabilities.

The collection includes shows such as “Raising Dion,” “Special,” and “Atypical” and movies that include “The Fundamentals of Caring” and “Feel the Beat.”

“How we access stories has changed a lot,” said Heather Dowdy, Netflix’s director of product accessibility, in a blog post.

“Whether it’s video conference calls, texting, or the flashing doorbell, nowadays technology can build bridges to access for many people living with disabilities.”

Netflix is therefore expanding its language availability of Audio Descriptions (AD) and Subtitles for the Deaf and Hard of Hearing (SDH). These features will be made available across more of the streaming giant’s catalog in languages including Spanish, Portuguese, and French.

“For decades, your access to entertainment was determined by where you lived and what language you spoke, meaning that until recently people who needed AD or SDH could only enjoy a story if it was made in their local language,” said Dowdy.

“By increasing our SDH and AD language availability to over 20 languages, we hope to give all of our members the ability to see their lives reflected on screen, no matter where you’re from, what language you speak, or what abilities you have.”

Netflix will also display badges for shows and films that have AD and SDH on web and iOS, as well as host accessibility screenings in select countries around the world.

“With over 1 billion people living with disabilities globally, the opportunity to tell more inclusive stories and bond within our communities over storytelling is tremendous,” said Dowdy.


Saudi Arabia’s largest theater chain launches Muvi Studios

Saudi Arabia’s largest theater chain launches Muvi Studios
Updated 23 May 2022

Saudi Arabia’s largest theater chain launches Muvi Studios

Saudi Arabia’s largest theater chain launches Muvi Studios

LONDON: Saudi Arabia’s leading theater operator Muvi Cinemas launched Muvi Studios on Monday, and appointed Saudi film industry pioneer Faisal Baltyuor as its CEO.

Muvi Studios will focus on developing both Saudi and Egyptian films for the Saudi public, concentrating on films for the big screen. 

Muvi Cinema announced this step as part of Saudi Arabia’s efforts to build a stronger film industry since theaters reopened in 2018.

“I have been collaborating with Muvi Cinemas in various ways since it launched three years ago,” Baltyuor said. “Its growth in Saudi Arabia has been extraordinary. It has captured the imagination of the nation with 46 percent box office market share tapping into the pent-up demand for a globally inspired theater experience, complemented by local execution.

“Now, through the creation of Muvi Studios, we are intent on producing world class Arabic movies to entertain audiences in the Middle East and around the world,” he added.

“At the same time, this is another exciting development for the rapidly expanding Saudi film production sector, as the country evolves rapidly into a vibrant society.”

Formerly CEO of the Saudi Film Council, Baltyour also previously led an initiative with the Ministry of Culture to develop the Saudi film industry before founding the largest specialized Saudi film distribution company, CineWaves Film, in 2020. 

He is a board member of Manga Productions and holds several other roles in the Saudi film industry.

“The Middle East region, and especially Saudi Arabia, is witnessing a renaissance of its movie industry and we are excited to have Faisal onboard to lead the company into this new venture to develop Saudi and regional film content to the big screen,” Muvi Cinemas’ chief executive, Adon Quinn, said.  

“The cash we’re investing in Muvi Studios will be used to produce a slate of top-quality Arabic movies and we aim to release a minimum of three films within the next 12 months.”

Since its launch in February 2019, Muvi Cinemas has expanded to 22 locations across the Kingdom, operating 205 screens featuring the latest movie experiences, including Samsung Onyx, 4DX, ScreenX, Dolby Cinema and Xperience powered by CGS technology.


WEF unveils Global Collaboration Village to improve public-private cooperation

WEF unveils Global Collaboration Village to improve public-private cooperation
Updated 23 May 2022

WEF unveils Global Collaboration Village to improve public-private cooperation

WEF unveils Global Collaboration Village to improve public-private cooperation

DAVOS: An initiative to improve the functionality of the metaverse and increase public engagement within it was announced at the World Economic Forum (WEF) on Monday.

The Global Collaboration Village, which was launched in partnership with Accenture and Microsoft, will improve public-private cooperation, a WEF statement said.

The initiative will provide immersive spaces where stakeholders can convene, create and take action on critical global challenges, it added.

“The metaverse will influence the way people, governments, companies and society at large think, work, interact and communicate for the purpose of collectively addressing issues on the global agenda,” said Klaus Schwab, executive chairman of WEF. 

“The Global Collaboration Village will be an extension of the World Economic Forum’s public private platforms and in-person meetings and will provide a more open, more sustained and more comprehensive process for coming together,” he added.

Julie Sweet, Chairwoman and CEO of Accenture, said: “While the metaverse is only in its early days, it already holds great promise, not only for redefining how organizations work and interact but also for fostering effective public-private partnerships.”

According to the statement, WEF wants to be a pioneer within the metaverse space and bring together others to co-create within it.